Agencies have moved beyond the initial experimentation phase with Artificial Intelligence and are now entering its more complex, practical application. During New York’s Advertising Week, representatives from WPP and Assembly Global detailed how they are integrating this technology into their media and creative departments.
According to the experts, the industry is immersed in a race to adapt to the accelerated evolution of generative AI while simultaneously guiding their clients through this digital transformation.
In the session titled “How Agencies Can Thrive in the Age of Generative AI,” participants included Elav Horwitz, Executive Vice President at WPP, and Kate Nible, Vice President of Client Experience at Assembly Global, moderated by Meta’s Bianca Bradford.
While the panelists shared everyday uses for AI—such as organizing notes or automating household tasks—the focus quickly shifted to its strategic impact for agencies.
“Efficiency is one of the most obvious benefits,” Nible stated. “Media management involves numerous operational tasks. AI not only saves time but also allows for a deeper analysis of data.”
Horwitz, meanwhile, highlighted the technology’s dual role: as a disruptive force and a creative catalyst. “We needed to recapture some of that passion and energy. We had grown comfortable with traditional methods. Now, the real challenge is to stand out with powerful ideas in a saturated content ecosystem,” he affirmed.
From Theory to Action: Large-Scale Implementation
Both executives agreed that agencies have moved from experimentation to operational, large-scale application of AI. Nible mentioned Assembly’s “Stage” platform, which streamlines cross-channel reporting and analysis, enabling teams to extract insights in real time.
“Our clients can now identify connections between channels and act more swiftly, thanks to the breadth of data available,” she explained.
Horwitz added that WPP has 70,000 employees using AI daily and has developed over 50,000 custom AI agents. “We aimed to democratize access to the technology, not limit it to creative or production teams. Now, even strategists can create presentations with AI-generated videos, which has revolutionized our workflows.”
Both leaders noted that the main challenge is not the technology itself, but rather managing the cultural shift within organizations.
Creativity and Scalability: Beyond Time-Savings
The discussion also covered AI’s creative potential. The case study of Make Up For Ever was presented, where Meta’s AI-background tool was used to replace plain white backgrounds with vibrant scenes, improving engagement and return on investment without altering the brand’s identity.
Horwitz highlighted a notable shift in client demands: “They are no longer just asking about efficiency in the lower funnel. Now they are seeking high-impact creative ideas. The question is: how do we use AI to amplify creativity on a large scale and integrate it into the brand culture?”
The panelists anticipated that AI will reshape team structures, creative processes, and client collaboration models.
“The creative process had barely evolved since the Mad Men era. For the first time, we have the opportunity to rethink it, to make it more agile and modular,” Horwitz claimed.
Nible added that AI is raising client expectations, who now seek digitally resonant experiences that are both emotionally compelling and algorithmically optimized—a shift that demands closer collaboration with agencies.
Addressing the fear that AI might replace human creativity, Horwitz was unequivocal: “Tech companies are hiring more designers than ever. What still matters is the idea, the narrative, and the quality of the work. We are the humans behind the machine.”
Conclusion
Agencies are not just adopting generative AI; they are redefining their operations around it. While efficiency is a tangible achievement, the true potential lies in amplified creativity, team redesign, and enhanced client collaboration. The challenge now is to keep pace with the demands of this new era.
By: Nestor Castillo, ForAllTechNews Director